We decided to leverage the fact that Cadillac is the only full luxury car brand manufacturer that uses cut-and-sew on every vehicle and send dealers a different type of incentive.

By partnering with one of the most respected craftsmen in the Middle East, we created a collection of unique handcrafted kits.

All the elements that went inside it were entirely hand-made using the same fine leather and wood materials Cadillac uses in their vehicles.

We placed a video of the making-of process on the crafted wood USB drives that also went inside the exquisite wood and leather boxes that were then sent to 500 respected dealership representatives.

Around the Middle East, the brand received a 100% positive feedback from all their dealers.

Their rediscovered love for Cadillac led to a 33% increase in sales in Q1 of 2015 versus the year before.

Also as a direct consequence, the brand's dealerships network welcomed 4 new partners.

And Cadillac commissioned the craftsman for a new collection of handcrafted kits that will be sent to brand partners worldwide.